1. Is your advert fit for purpose?
The brief of this Unit was to create a chocolate advert which would "reincarnate" beloved Cadbury products. This included the chocolates Flake, Time Out, Turkish Delight, Double Decker, Bourneville and Terry's Chocolate Orange. The advert would have to be 30 seconds which would be the standard advertising time on TV. We had to ensure that we would not alienate the advert from the loyal/hardcore fans of the product but at the same time invite new customers to purchase the product which would give us the chance to reach a wider variety of people.
Our advert did meet the brief and we successfully accomplished an advert which would attract new customers/viewers and also met the limit of being 30 seconds long. The brief also mentioned that we could use ideas from the previous adverts to keep hold of the audiences from then and add to them to create something that would attract new audiences to try out the product. When reading through the brief it was also mentioned that the audience we were making the advert were for was British. This was because that the chocolates that we were making an advert for were all British. Me and my Partner Prabhjyot have accomplished the brief expectations as we created an advert which was 30 seconds long, no more or less and we have aimed it at a new audience who are teenagers/ Young Adults, keeping the previous audience comfortable with what they have seen before, this meaning we have kept elements of the previous product which would prevent the original audiences from moving away from the product but keeping them engaged with the product.
Throughout this Unit we had to do a few things which allowed us to meet the brief. We had to pitch our advert which expressed our ideas of what he have in store for the relaunch of the Cadbury product but also in the pitch explaining how it meets the brief in each slide of the power point presentation. My partner Prabhjyot and I made a pitch which did all those things. For example at 0:30 on the pitch that we did we explained who the product was aimed at which was at a British audience of all ethnicities. This showed that when we presented our pitch that all the slides was linked back to the brief which we were given at the start of the project. At 2:55 we explain the synopsis aspect of the power point where our idea was originally formed from. Vine is a app/video which people all around the world use to create 7 second videos of something funny, we showed the "Slap Cam" videos which well known "Viners" made. This is what we based our idea on, this meant that in our advert we had to have a compilation of people smashing the orange product which brings me onto my next point: The slogan of the product was "Smash it to pieces, Love it to bits" when thinking of the viral aspect of our advert we came up with an idea of using the slogan literally. This meaning that we would actually smash it during the advert itself which was actually shown in a professional way in their previous adverts. We thought in order to bring/attract new audiences we needed to do something that is used in modern day and that's when Vine came along. All previous adverts of the product had shown a woman advertising it and no males what so ever. We thought to alter that we could used males in our videos to contradict it and create a new audience. We also ensured that we would make this product seem like an everyday chocolate instead of having something you have on occasions such as Christmas which is mentioned at 4:57. We wanted to make it so that it is worth eating all year round.
Overall our advert was a big success and we met the brief perfectly. The advert appeals to a new audience because the previous ad campaigns which we have seen were mainly aimed at adult females and now it is aimed at teenagers which is shown throughout our advert. You can see that from 0:00 - 0:30 all the characters in the advert are male which shows that the product is being mainly aimed at males also they are teenagers of our age which also indicates that it is being aimed at a new audience rather than the conventional female adults. As mentioned above we "Smashed into pieces" and literally have shown the participants "Loving it to bits". For example at the start we can see that 0:00 - 0:07 we are shown the participants saying "Smash it Challenge" then followed by that in the same order of appearances we are shown the correlating clip of the way it is smashed then again of the participants eating them after they have smashed the chocolate in the unique way that they have.
2. Clarity of Communication
The pitch my partner Prabhjyot and I had created was done thoroughly. We ensured that we did research on every aspect of what needed to be included in the pitch. For example the scheduling times with a budget of £1 million had to be calculated by hand and put in a chart which is shown on our pitch on slide 24. This was done via secondary research because it was impossible to do via primary as the prices were only available online for us to use on a website called "GuerillaScope". We also did primary research by creating questionnaires which we gave to people for them to answer. After doing that we gathered up the answers and created pie charts to show our answers. For example showed the "Identification of Audience" using our questionnaire in the form of a pie chart on slide 11 to show what type of audience our product was aimed at.
We pitched our ideas to our media teachers which they gave us feedback at the end of the pitch itself. Also before the pitch was created we were given a checklist of what they would have to see in our pitches to make our idea solid. We included all of our checklist items in our pitch which made it very easy for us when were were pitching our ideas to our teachers. Also instead of having a to of text in the pitch we did it in the form of visual aids. This meaning we used pictures to illustrate our research and ideas. This would allow us to make the pitch more structured and allow us to explain the images in detail instead of actually reading off the board. It also ensured that we did not keep our backs to cameras and make it look like a proper pitch where we look at the camera and are pitching it to the teachers in front of us. Before going to pitch our ideas my partner Prabhjyot and I ensured that if any of us were stuck for words we would help the other person during the pitch. We had a moment which perfectly shows me looking for the word to say and Prabhjyot helping me through it. This is shown at 1:28 in our pitch, by doing this we ensured the flow of the pitch was no interrupted and that we were both alert at all times if this was to happen again throughout the pitch.
Our idea was conveyed effectively. I know this because using pictures had allowed us to portray our idea more clearly. It also helped us structure the way we talk instead of talking about two different things at the same time. Also at 2:38 on the pitch video you can see how we had structured our work so each of us would get the chance to talk. For example I was talking about "Editing" then Prabhjyot talked about the "Graphics" etc. This meant that instead of one person talking all the time we would evenly distribute our idea to the teachers. At the end of the pitch we were asked questions which were all answered and given feedback. The feedback we received was excellent as we were told it was an unique idea to the others; in our class and something that would attract new audiences to try out our product.
3) Appropriateness to audience compared with original intentions
The advert my partner Prabhjyot and I created was very successful as we met the brief and attracted new audiences to try the product. We also ensured that we attracted our British target audience which were young. I think we did it effectively as the advert related to something younger audiences would do. It also ensured that the advert had a connection to the new and previous audiences, as the previous audiences would know the slogan "Smash it to pieces, Love it to bits" and the new audiences would know the reference to "Vine" which is a viral video sharing app of 7 second videos. Also our advert could be shown as a little sexist or bias towards one gender but the aim was to make the product aimed at a new audience which we had portrayed from 0:00 - 0:07 in our advert which are shown as young British males doing the "Smash it challenge" The younger audience would know what "Vine" is but this term to an older audience they would not know.
We had shown the Vine element by making the footage that we caught look very amateur because that is what vine is all about. We also ensured that the shots were quick snappy and short which is what Vine exactly offers. Previous advert of Terry's Chocolate Orange had shown a woman to be the face of the product but we have changed that here to make a change. Also we portrayed the product as an everyday product by having locations such as the park and back garden. Other adverts had shown this product to be somewhat festive and we wanted to change that and we did. We made the product seem like an everyday product which is available all year around and is aimed at all ages. In terms of keeping the idea original we did change one thing which was the locations. Everything else in the idea, the base was all kept the same. The reason why we intended to change the locations were that at the time of filming our actors had exams which meant that they could not go to far places so we did it locally.
4)Effectiveness of techniques
Throughout our advert we did not use many techniques as we wanted to show the advert as amateur/professional. We did this by ensuring the footage we had was recorded by different phones to have different qualities and to have footage which was a bit shaky to show that a tripod was not used. To get to the professional aspect we used the final shot of the product with graphics to show how to enter the "Smash it Challenge" which was shown at 0:30. The graphic was overlaid on top of the final close up of the chocolate at 0:30. Also to make the advert seem more like a home-made video we left the background noise in the advert as well to show that the advert was not professionally made to look like amateur footage. For example at 0:03 we can hear the wind blowing in the background to show that the footage was in fact amateur. Also at the start of the advert at 0:01 you can see that the quality of the video was crystal clear but at 0:05 the quality is decreased. To ensure we had a variety of footage we used different phones for each shot to make it seem as if a lot of different people did it. We used a voice over at the end of the video from 0:29 - 0:30 where it says the slogan of the product "Smash it to pieces, Love it to bits" this was done so that the slogan was the last thing that the audience remembered for this advert.
Also the starting shot and the ending shot is what is remembered by the audience most so the first shot said "Smash it challenge" and the last shot said "Smash it to pieces, Love it to bits". This was done deliberately so that the audience would remember the product. The colours of the graphic overlay was orange and blue which was the colour scheme for the chocolate. We chose to use this overlay because it had information on how to participate in the challenge itself and had a website for more information as well as the slogan. Overall it has a good impact on the advert. It had all the professional aspects of an advert as well the amateur side to it as well. It also had a good impact on the audience as it would help them remember the product through this challenge we have created also attract new audiences.
5) Effectiveness of content
Our advert was aimed at a younger audience as well as young adults. We had shown this by having young adults in our video. You can see this instantly at the start of the advert at 0:00 where JB says "Smash it challenge" and follows through to the next participant and so on. This would show the viewers that it was aimed at mainly males who are British and are young adults. We did this because as mentioned above we wanted to make the product also appeal to males rather than the conventional females of the product. Also the engagement factor of the advert was shown successfully as well in this advert me and my partner created. We had a lot of entertainment in this advert throughout the whole 30 seconds. Firstly we had the song "James Last Blue Danube Waltz - Johan Strauss" playing in the background. This is not the typical advert soundtrack you would hear but we wanted to mix it up. Usually you would hear waltz for like a luxurious product or a slow paced advert but here the advert is fast paced and makes the advert, in a way more humorous to watch. The waltz was played from 0:00 till the end of the advert at 0:30. Also another entertainment factor we had showed throughout the advert is the way the participants break the chocolate. For example at 0:08 we see Jaskaran fly kick the chocolate orange. This would be funny to a younger audience and very entertaining to watch as you would not see this everyday. It does engage my target audience because it is funny to watch and it is not something you see everyday.
6) Effectiveness of conventions
In the form of conventions our advert did not show many. The reason for this was that the advert was based on Vine which are very short and filled with entertainment. The advert did not have a narrative in the conventional way but did have a hint of it. For example there were 3 segments to the advert itself. Firstly was the participants saying "Smash it challenge" on after the other shown from 0:00 - 0:07 then segment number 2 where the participants are smashing the product in their own way. Then segment number 3 which shows them enjoying the product that they just smashed. The advert was structured to show the stages of the challenge other than that there were no narrative conventions. Relating back to advertising techniques our advert had shown a solution to a problem. This is in the way they smash the chocolate. We had shown a number of ways to open a chocolate orange. For example at 0:08 we see Jaskaran fly kick the chocolate orange breaking it then we see Jordan at 0:09 hitting it with a cricket bat to split the chocolate orange open. This shows that the advert was a solution to a problem. Also the slogan itself correlates to the "Solution to a problem" aspect as the slogan says "Smash it to pieces, Love it to bits". This means that whatever way you smash the product you will still enjoy the chocolate either way.
Also the advert itself send an Overt messages to the audience. At the beginning of the advert we hear Jaskaran say "Smash it challenge" which informs the audience that the following sequence is going to show the challenge taking place. Also at the end of the advert at 0:29 we have the "Voice of god" element which says the slogan loud and clear. There are no hidden messages in this advert therefore the advert had an overt message. To end the advert we used a pack shot at the end which is shown at 0:27 and onwards. By having the pack shot the advert would firstly look more professional and ensure that, that is the last thing that stays in the audience's mind. For example in an advert the audience tend to remember the first and last shots in the advert so by having a pack shot it would make sure that the audience remembers the product.
7) Impact of work
Overall our advert has a positive message to the viewers because it allows them to join the fun that we have shown in the advert by creating the "Smash it challenge" which is appealing to a younger audience. I think looking back at the brief it will definitely attract new audiences to buy the product because we have shown a fun way of opening the chocolate instead of the traditional way where you unwrap the chocolate and eat it but now you can throw it at a wall and eat it. It makes the product more engaging and makes the product to something that everyone can have fun with. I think both old and new audiences can relate to this ad because the previous advertisements for Terry's Chocolate Orange were mainly hosted by female adults with the slogan "Smash it to pieces, Love it to bits" and we've kept the slogan but introduced a new audience of males which would allow the chocolate to appeal to them. Also when creating this advert we had to abide by the CAP codes. For example on of the cap codes stated that the advert would not show the product being good for you. This meant if we did not only would we be misleading people to buying the product but breaking the rules and regulations which would result in our advert not being shown on TV.
8) Technical Qualities
I think that the filming process and editing process was very successful with my partner Prabhjyot. This is because we only used our phones and others' phones to record which meant we were familiar with all the controls. Also we did not take any of the Media department's equipment which meant we did not need to carry around a tripod and camera which is very valuable and prone to getting stolen at places like parks. Also the filming went very smoothly as we did not need to setup the camera and tripod but just record the scene and leave. This meant that filming did not take long at all and all the filming could be accomplished within a week of starting filming. The only problem we faced were times. Most of our actors were in the middle of exams so we could not go to the locations we were going to use. Luckily enough we did get the filming done but in our local area.
We ensured that we did not use the same place over and over again but use a variety of places. In terms of costumes we did not use any because of the fact that we wanted to keep the element of it being a home made video instead of having proper costumes and filming the advert professionally with tripods and camera with the same quality. The costumes had to be what you would wear at home or outside, nothing fancy as again it is a Vine so it is not professionally made. The editing that we did was done on Final Cut Express and it was very easy to use as me and my partner were familiar with it and there were no fancy editing so the advert was done within two days. The graphics was made on Photoshop which was again easy to use as I use it on a daily basis. At 0:05 the park shot may have seemed wobbly because of the wind, but i used this to my advantage. This is because home made videos are never still and used with a tripod it is just recorded using hand. I think the wobbly scene here adds to the effect of it being a home made video and not being professionally recorded using a proper camera and tripod.
9) Aesthetic Qualities
The advert was created exactly as we showed on the pitch just with different locations. The characters that we used were perfect as they had shown clearly what the age group this advert was mainly aimed at. The use of amateur footage re-created the Vine element of the advert. The settings we used were somewhat similar to what we saw in the Vine videos. Most of the Vine videos we analysed were at home or in the middle of the street or even a park so we went with those. All these elements came together to make the advert a whole and I think overall the advert was a big success and will definitely attract new viewers to try out the product and participate in the "Smash it challenge" that my partner Prabhjyot and I created. Also at the end of the advert at 0:27 we used the graphic overlay which showed information on how to submit your own home made video of you smashing the chocolate open. This added some professionalism to the advert. The graphics used was identical to the colours on the chocolate orange itself which was blue and orange. By dong this it ensured that the advert flowed well and there were no abrupt colours which may make the advert look weird.
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